Gillette Wants To See A Change In Society From Men

Who would have thought a men’s grooming company would step up and challenge men to be better for women?

Gillette’s newest advertisement gets deep and addresses toxic masculinity, sexual harassment, and the #Metoo movement. “We Believe: The Best Men Can Be” is the title of it.

Read this excerpt from their website explaining the reasoning behind the advertisement.

“But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.”

“It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.” – Gillette

Pankaj Bhalla who is Gillette’s North American brand director spoke to CNN Business.

“We expected debate. Actually, a discussion is necessary. If we don’t discuss and don’t talk about it, I don’t think real change will happen.”

“We can’t hide from it. Its been going on far too long. We cant laugh it off, making the same old excuses.”

“The ad is not about toxic masculinity. It is about men taking more action every day to set the best example for the next generation,” said Bhalla. “This was intended to simply say that the enemy for all of us is inaction.”

– Pankaj Bhalla

Some Men Are Mad

Mixed reviews have come in so far about the advertisement. Some men say they will stop supporting Gillette and find it offensive. This is all very similar to when some people decided to boycott Nike after the Colin Kaepernick ad. If history repeats itself expect Gillette’s sales to boost.

I think you forgot who buys your razors. Or used to that is. Bye pic.twitter.com/lNz8b1HQzF

— Tiqua (@Tiqua4) January 15, 2019

My trash can today. The best a man can get. pic.twitter.com/wDbdGDvln4

— J Kremsreiter (@j_kremsreiter) January 15, 2019

The Youtube video currently has 125k likes and 413k dislikes. The fact that some men are upset about this advertisement shows how far we still have to go respecting our women.

Supporters

Even with all the negativity and disagreement from former customers a lot of people have come forward praising the company.

My trash can today. The best a man can get. pic.twitter.com/wDbdGDvln4

— J Kremsreiter (@j_kremsreiter) January 15, 2019

Screw toxic masculinity. This is an awesome step to take. Great ad.
*urge to shave things increases* https://t.co/ebAQ0ZsB0m

— Joaquin Baldwin (@joabaldwin) January 14, 2019

Thanks for this Gillette. I agree. We absolutely as men can do a better job instilling better morals and behavior overall with one another. Handing those core values down to our kids is paramount. And don’t tell me it doesn’t exist. Not all of us sure. But enough to change. https://t.co/3UVbnq2WtO

— Max Gonzalez (@GassyMexican) January 15, 2019

Taking Action

The company will be pledging one million dollars a year for the next three years to the non-profit organizations that execute the most interesting and impactful programs designed to help men of all ages.

“The Boys & Girls Club of America” will be the first organization, Gillette will donate to. They have more than 4,300 clubs across the country and a long history of helping children reach their potential.

For more information visit here.